Content publishing encompasses the planning, creation, distribution, and marketing of various digital formats, including text, images, and rich media. The industry is shifting towards a digital-first approach, requiring improved author experiences and strategies to manage multichannel production. The importance of content management systems (CMS) is highlighted as they serve as central hubs for creators, publishers, and consumers, enabling content to be easily accessed, managed, and repurposed across multiple platforms.

1. CONTENT
PUBLISHING
CONTENT
PUBLISHING

2. Content Publishing PremisesContent Publishing Premises
1. Multichannel content flows
to ubiquitous devices.
2. Content management systems
aren’t just for websites.
3. Publishing as an industry is
undergoing a paradigm shift.
4. Context drives how content
is packaged in containers.
2

3. Content Publishing with CMSContent Publishing with CMS
Content Management System as Content Hub
for Creators, Publishers, and Consumers
• Creators need tools to support and
improve Author Experience (AX).
• Publishers need strategies and tools for
digital first multichannel production.
• Consumers want Customer Experience
responsive to their context (CX).
3

4. What is Content PublishingWhat is Content Publishing
Content Publishing is the process of planning,
creating, producing, distributing, marketing,
and tracking content.
Digital content:
• can be anything published
• text, images, rich media
• supports interaction
• webpage, msg, email,
audio, video, app, ebook
4

5. Content Publishing LifecyclesContent Publishing Lifecycles
Development
Management
Marketing
Strategy

6. Content StackContent Stack
Technologies & methodologies for content:
Content strategy
Content architecture
Content modeling
Content types
Content management
Content marketing
Content API
6

7. What is Content ?What is Content ?
Content is anything you produce that your audience
can consume with its senses.
— Evyenia Wilkins
Compelling information that informs, engages or amuses.
— Joe Pulizzi
Content is Information put to use.
— Bob Boiko
Content is information or experience
captured in a format
for transmission to an audience.
7

8. The Content Tail keeps growing longer:
More Creators
More Publishers
More Consumers
More Channels
More Devices
The Long Tail of ContentThe Long Tail of Content
8
CONTENT
C
O
N
S
U
M
P
T
I
O
N

9. Ubiquitous ComputingUbiquitous Computing
The Future of Content is Mobile.
2.4 billion mobile devices will be sold in 2012.
— Gartner
9
The majority of Internet
access is on mobile
devices, with users
enabled to access all kinds
of digital content almost
anywhere, almost anytime.

10. Challenges of Content PublishingChallenges of Content Publishing
MultiChannel
• Websites
• Social Media
• Web Apps
• Native Apps
• Streaming/On-Demand
• Ebooks
• Enhanced Ebooks
• Print
• Print on Demand
Conversions
• Docs to HTML
• Print to Digital
• Digital to Print
• Ebook Formats
• Flow versus Fixed
• Audio/Video Codecs
• Outsourcing
• Quality Control
• Workflow
10

11. Publishing Industry in FluxPublishing Industry in Flux
The advantages of self-publishing far
outweigh the disadvantages for most
authors. You can use self-publishing as
the end goal or a means to a traditional
publishing deal. Keep in mind the
concept of artisanal publishing as a
new, cool form of publishing.
— Guy Kawasaki & Shawn Welch,
APE: Author, Publisher, Entrepreneur
How to Publish a Book, 2013.
11

12. Enhanced EbooksEnhanced Ebooks
12
A book is no longer just a book.
Alice was beginning to get very tired
of sitting by her sister on the bank,
and of having nothing to do: once
or twice she had peeped into the
book her sister was reading, but it
had no pictures or conversations in it,
‘and what is the use of a book,’
thought Alice ‘without pictures
or conversation?’
Lewis Carrol, “Down the Rabbit-Hole,”
Alice's Adventures in Wonderland, 1865.

13. Ebook DiscoveryEbook Discovery
Goodreads Survey of Ebook Consumers
• 86% of tablet owners read ebooks on device
• 37% of smart phone owners read ebooks
• 50% have more than one device for ebooks
• Trusted friend is primary discovery method,
followed by buzz, book clubs, reviews.
• 49% interested in serial format instead of waiting
for author to publish complete book.
13

14. Content is the ThingContent is the Thing
Fragmenting our content across
different “device-optimised”
domains is a losing proposition.
—Ethan Marcotte,
“Responsive Web Design”
We need to build smarter
content, not smarter containers.
—Stephanie Rieger,
mobile design consultant
14

15. Author ExperienceAuthor Experience
CMS is the enterprise software that UX forgot.
—Karen McGrane, Content Strategy for Mobile
CMS content creation problems
• Interface to a data model
• WYSIWYG formatting
• Preview mode
CMS content creation solutions
• Separate content from form
• Decouple authoring from display
• Streamline workflow to capture metadata
15

16. Digital First PublishingDigital First Publishing
Content Publishing is no longer linear.
Digital First provides flexibility:
• Digital Asset Management
• Content Management System
• Collaborative Workflow
• MultiChannel Publishing
 Web
 Mobile
• Content Reuse, Discovery, & Aggregration
16
 Ebook
 Print

17. COPE ContentCOPE Content
CREATE ONCE, PUBLISH EVERYWHERE
Key to COPE is the deployment of a
state-of-the-art CMS that can support
content governance, workflow, production
and promotion—and easily integrate with
other properties via web service or API.
—Molly Porter, “6 big digi-comms strategies
for 2013 and beyond”
17

18. NPR COPE APINPR COPE API
18

19. CAPE ContentCAPE Content
CREATE ANYWHERE, PUBLISH EVERYWHERE
CAPE builds on top of COPE. But considering
that the source of the content (not just
publishing destination) is now distributed, we
have to add some new significant principles:
• Everything is an API
• Content API is a search index
• Design for Users
—Irakli Nadareishvili, NPR API
19

20. Content APIsContent APIs
Application Programming Interfaces (APIs)
are used with to access/reuse data streams:
• Amazon Product Advertising
• Google Maps
• Twitter API
Content APIs support Discovery and Reuse.
• Metadata + Taxonomy
• Granular Queries
• Media Embedding
20

21. Content in ContextContent in Context
The Move from
Product to Service:
• Content must be open,
accessible, interoperable.
• Content containers will adhere to standards.
• Content should promote discovery.
• Content abundance encourages broader use.
• Consumers need context-aware tools.
—Brian O’Leary, “Context, Not Container,”
Book: A Futurist’s Manifesto
21

22. Open Web Path for Content PublishingOpen Web Path for Content Publishing
22

23. EPUB for Content ContainerEPUB for Content Container
Website in a Box
1999 — Open eBook (OEB)
• XHTML, CSS, Dublin Core, ZIP file
2007 — EPUB 2
• Improved XHTML, CSS, XML schema, ZIP
2011 — EPUB 3
• XHTML5, CSS3, SVG, Audio, Video,
JS, SSML, PLS, SMIL, RDF, XML, ZIP
23

24. CMS as Content Publishing SolutionCMS as Content Publishing Solution
Content Management Systems
as pivotal hub for Content Publishing:
• Digital First Production
• Streamline Author Experience
• MultiChannel Containers
• Content API for Discovery
• Consumer Experience Context
24

25. CMS Content Publishing ExamplesCMS Content Publishing Examples
Examples of Content Publishing with CMS
25

26. CONTENT
PUBLISHING
CONTENT
PUBLISHING